Maria Jose Guerrero
The acronym DNVB refers to Digitally Native Vertical Brands, which are growing due to changes in consumer habits. These brands are created aimed exclusively at the online market, and fully control the sales process: From product manufacturing to arrival at the consumer’s home. They have their own e-commerce sites to market their products and build a trusting relationship with users. Today’s customers seek brands whose values and ideals they identify with. DNVBs make their corporate image their most effective weapon and work hard to protect it, so users can recognise it anywhere. Combining these features with an appropriate pricing strategy for different target markets, positions native brands as a profitable resource in today’s market. From Minderest, we explain their characteristics in detail and what happens when they expand their sales channels.
Characteristics of a native brand or DNVB
DNVBs aim to gain users’ loyalty and convert them into brand specifiers through a successful shopping experience. That is why it is essential to have complete control of items’ manufacturing, supply and shipping chains. A chain in which brands will control product design and quality, shipping times, packaging or customer service, among other factors.
On the other hand, native brands tend to focus on a single product type and a specific target market. The Spanish sunglasses brand, Hawkers is an example of this type of brand, launched as an e-commerce site aimed, at a young audience. Due to its digital nature, its marketing and advertising campaigns will be focused solely on online channels, such as search engines and social media. This allows them to realise a higher return on investment than they would achieve with large format or national TV network adverts. At the same time, these channels do not fit with their corporate image, that tends to be fresh and current. In addition, social media will also be an ideal channel to strengthen the emotional relationship with potential customers through interactive marketing campaigns. It also provides an opportunity to listen to their needs and requests.
Despite this, more successful DNVBs may need new sales channels to increase revenue and drive long-term growth. They sometimes opt to launch physical stores or to collaborate with distribution companies.
Protecting corporate identity outside your e-commerce site
In these cases, for the distribution of products by a third party to succeed, the brand and its values must always remain present, no matter which the new sales channel. It may be another online store with a more extensive catalogue, such as the retail chain FNAC, which sells items from different brands and manufacturers internationally. Alternatively, it could be a marketplace such as Amazon. The easiest thing to do is to check that each product sheet included in the distributor’s catalogue meets brand standards. Monitoring software can quickly obtain detailed information from each sales channel and check whether they comply with policy.
These tools allow you to track different e-commerce sites and marketplaces and review the item tabs. They allow you to check if the attributes, photo, name, description, features, and details comply with brand guidelines. This helps maintain the product presentation quality level. Users keep their perception of the brand intact, and an increase in the conversion rate is encouraged. Returning to the example of Hawker, the eyewear brand now has multiple physical stores in different regions. It also sells its products online through other marketplaces. It even has a store on Amazon, which is true to its identity.
Finally, one must not forget that it is equally crucial that product prices remain in line with the brand strategy on different sales channels. Otherwise, users can abandon the purchase and find their trust dented. To do this, Minderest also has a tool that allows manufacturers to check whether retailers meet recommended prices, or make price changes that may affect the corporate image. With MSRP monitoring software, you can stay up to date with the prices of all your products. With these tools, you can complete your company’s digital transformation and boost the increase in your profit margin.
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